NOV-DEC 2013

MedEsthetics—business education for medical practitioners—provides the latest noninvasive cosmetic procedures, treatment trends, product and equipment reviews, legal issues and medical aesthetics industry news.

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BEST PRACTICES Reputation Management One small mistake—or one very unhappy patient—can have a devastating effect on a physician's reputation in today's Internet age. Poor reviews are only one concern. Past lawsuits and arrests, even if the physician was cleared of wrongdoing, linger in online search engines for years. A new company, Sunrise Reputation, is offering to help physicians and practices minimize the exposure of damaging reviews or past mistakes by removing negative content from search engine results, identifying and preparing true positive content, and utilizing SEO strategies to move positive content up on search engines. For more information visit AMA Offers Free Toolkit for HIPAA Compliance Earlier this year, the U.S. Department of Health and Human Resources released revisions to the privacy and security rules in the Health Insurance Portability and Accountability Act (HIPAA). These revisions—which went into effect in Fall 2013—include new guidelines for business associate agreements, new privacy notice requirements and increased security measures to protect patient data. To help physicians become compliant with the new rules, the American Medical Association has created a free HIPAA Compliance toolkit, available at The toolkit includes: • A physician primer that breaks down the revised rules to help physicians review and update their existing HIPAA policies and procedures • Business associate agreement and notice of privacy practices templates • A HIPAA security resource that explains how to encrypt patient data 4 NOVEMBER/DECEMBER 2013 | MedEsthetics Intense pulsed light treatments increase the expression of transforming growth factor beta1 (TGF-ß1) in the skin of patients with mildto-moderate acne, and this action may help explain its efficacy in reducing acne breakouts. Musheera M Ali, MD, et al, of the department of dermatology, school of medicine, Cardiff University, Cardiff, UK, analyzed biopsies taken from 20 patients at baseline, 48 hours after one IPL treatment and one week following treatment. The biopsies were immunohistochemically analyzed using digital images and image analysis software to determine the expression of TGF-ß1 and the immunolocalization of Smad3. The results, which were published in Cosmetic Dermatology (September 2013), indicate that IPL elicited a consistent increase in epidermal TGF-ß1 expression and resulted in enhanced nuclear immunolocalization of Smad3. They write, "Intense pulsed light upregulates TGF-ß1/Smad3 signaling in perilesional skin obtained from patients with mild-tomoderate inflammatory acne vulgaris. Further experiments on lesional skin and downstream effects are warranted to determine whether it may play a role in IPL-induced resolution of acne vulgaris." © THINKSTOCK New Clues in How IPL Reduces Breakouts

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